Results of our latest customer survey reveal that the overseas property portal market is still highly fragmented and agent opinion deeply divided on which portals are most effective.

Although property portals are ranked as the third most effective marketing channel,

Editor’s note: This item is republished with permission from Global Edge Marketing Ltd. The original post can be viewed here.

Results of our latest customer survey reveal that the overseas property portal market is still highly fragmented and agent opinion deeply divided on which portals are most effective.

Although property portals are ranked as the third most effective marketing channel, the high average rating hides a huge variance in opinion with almost as many agents marking the top 10 portals as "poor performers" as those rating them as "good" or "excellent."

Interestingly, the portals you ranked highest mirror our rankings based on Google visibility, with Rightmove, TheMoveChannel.com, Primelocation.com and FindaProperty.com all making the top 10.

The biggest difference is that Spanish-specific portals Kyero.com and ThinkSpain.com rank top of your list, which can be partly attributed to sample bias (a high percentage of our 211 respondents were selling in Spain), but is also testament to the value of niche portals delivering a niche audience and, in turn, highly qualified leads.

The other difference is the higher rankings of Property Index and Property Abroad, which may reflect the fact they both have extensive online distribution networks that are not measured by our rankings system, which is based on Google visibility.

Marketing you love to hate

Based on the your comments (some of which are very funny but not printable), it’s clear many of you have a love-hate relationship with portals. Even the best the ones don’t work for everybody and no one portal has a dominant hold on the market.

The United Kingdom market leader, Rightmove, has nearly total market (share) of the domestic market, but only a 30.9 percent share overseas.

Top 10 portals voted for by you  

 Position Portal  Score  Used by
 1  Kyero  2.36  21.3%
 2  ThinkSpain  2.27  22.3%
 3  Rightmove  2.22  30.9%
 4  TheMoveChannel  2.11  25.5%
 5  Propertyindex  2.07  28.7%
 6  PrimeLocation  2.04  25.5%
 7  Point2Homes  2.01  6.4%
 8  Findaproperty  1.92  21.3%
 9  PropertyShowrooms  1.88  14.9%
 10  Property-Abroad  1.87  10.6%

Notes: The highest score is 4, the lowest is 1. Question asked: "Please rate the portals you HAVE USED on their ability to generate good-quality leads."

Copyright © 2010 Global Edge Marketing Ltd.

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